How DO you negotiate?• We
want to offer you this as an exclusive• We’re either: Ready when you are, post whenever you like in the next few days• OR• “Exclusivity lasts for the next 2 hours/2 days” etc• We are NOT going out to other media until after the story is live withon your site

But put substance into the
first pitchAnd don‟t ask permission. Just do it “HeyMike, Wouldyou mind if I sent you a press release?” #FAIL

And: Get to the damn
point! Mike, given your background, I thought you could be interested in talking to the founder of Flat-Club NitzanYudan. With on-going debates on whether we are entering a second Internet bubble and predictions that this year would yield the most IPOs of technology stock since 2000, Nitzan strongly believes that the new wave of tech start-ups would only be successful if they can add value by creating new markets, rather than focus only on streamlining efficiencies. A case in point is his business – 80% of the properties Flat-Club offers have not been previously available in the market. Nitzan can also talk to you about what it means and what it takes to be a successful Internet start-up today. If you are interested in talking to him please let me know and I can arrange an interview. Below I’ve provided further information on Flat-Club and Nitzan’s bio. OR Interview with the founder of Flat-Club NitzanYudan? He’s experienced because… He can talk about… the tech bubble… donkey sex… whatever Here’s some more info below. Thanks

So What IS a Story?•
Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”

So What IS a Story?•
Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”

So What IS a Story?•
Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”

What should you send the
media? It‟s all about saving the media time• LIST OF KEY BULLET POINTS FIRSTe.g. • WireWAXhas received investment from Passion Capital • wireWAXhave over 1,500 paying subscribers ETC ETC• Video embed codes and setup for the dimensions of TC•Crunchbaseentry• Direct hyperlink to web-ready logo(NOT a hi-res image. This is not a fucking print title)

What should you send us?
It‟s all about saving the media time• Press Release IN PLAIN TEXT IN THE EMAIL (Do NOT send press releases as attachments)• Screen shots are ok as attached• Link to preview of site/app• Extra quotes• Links to previous articles about Startup• Mobile phone number/Skype address for key contacts etc

To Summarize• Know Who To
Contact• Create Relationships Before The Pitch• Networking and creating buzz will help, before you pitch• Have a unique story• Personalize the pitch• Lay out the benefit for MY readers

DON‟T!• Be insulting• Give me
your whole life story• Send 100 bloggers the same email• Don’t send me the same pitch multiple times – come up with new angles

DON‟T!• Don’t try to PR
your company because you want your dick to look bigger• Don’t be vague: Identify what you want covered